Digital Resilience in the Area of Hybrid Threats: Perception of Concepts Associated with the Ukrainian Military Conflict by Generation Z in Slovakia

Lucia Spálová — Thu, 23 Nov 2023 03:00:00 +0000

ABSTRACT:
Extreme situations, such as military conflicts, generate interest in how they are perceived by the public, which must process a broad array of media stimuli in a certain way. In this study, we discuss how the basic aspects of the current military conflict (the war in Ukraine) were perceived by young people (Generation Z) in Slovakia, with a focus on the initial part of the Russian invasion of Ukraine. We argue that the digital resistance of Slovakia’s citizens is currently low, which – in conjunction with the extremely focused activity of the disinformation scene – creates a risky environment. We use the Semantic Selection Test as a psychosemantic method on a sample of Slovak university students. One of our basic findings is the associative closeness of the concept of “Self” in Generation Z and Instagram, popular Internet memes and educational videos in connection with expertise. We also found that the recipients were subject to positive media manipulation (the Ghost of Kyiv) and were able to identify standard linguistic propaganda (negative associations of terms “war in Ukraine” and “special military operation”). The results can help us understand the perception of emergency situations by Generation Z.

KEY WORDS:
digital resilience, disinformation, hybrid threats, semantic maps, special military operation, war in Ukraine

06. SPALOVA & MIKULAS – CT 2-2023 Download

DOI: https://doi.org/10.34135/communicationtoday.2023.Vol.14.No.2.6

Attitudes towards Different Influencer Categories – Exploration of Generation Z

Lucia Spálová — Mon, 19 Apr 2021 17:46:04 +0000

ABSTRACT:
The issue of intersection of digital media and acquisition of forms of public awareness is still relatively new. This research study identifies cognitive aspects of subjective perception of different categories of influencers operating in the online environment. The aim is a more detailed explanation of the psychosemantic structure of the perception of selected domestic influencers in relation to the self-respondents and the brand, as this is where the promotional aspect of the researched topic is revealed. Theoretical starting points of the study accentuate the knowledge based on endorsement models of using celebrities in marketing communication, as well as on the concept of social psychology and persuasion. The elementary definition of the concept of influencers lies in the etymological analysis, which we supplement with the analysis of currently established scientific-professional approaches to the categorisation of influencers and also draw attention to a critical explanation of terms related to influencer marketing, such as opinion leader, brand ambassador, as well as the influencer itself. To identify social representation of celebrities and marketing communication in the semantic space of generation Z we applied a psychosemantic method of Semantic Choice Test. The results indicate a markedly positive self-concept of the studied cohort of Generation Z and its focus on professional application represented by the semantic proximity of two influencers (Sajfa and LucyPug). At the same time, significant distrust of politicians and political communication and a critical approach to the aggressive communication of political entities were identified.

KEY WORDS:
ambassador, celebrity, Generation Z, influencer, marketing communication, self, social media

04. SPALOVA et al. – CT 1-2021 Download

Lucia Spálová – Communication Today

Digital Resilience in the Area of Hybrid Threats: Perception of Concepts Associated with the Ukrainian Military Conflict by Generation Z in Slovakia

Attitudes towards Different Influencer Categories – Exploration of Generation Z